New product activities and performance: the moderating role of environmental hostility

The success of introducing new products depends heavily on the capability of a company to observe the process of new product development (NPD). Findings shows that a proficient performance of NPD activities often leads to a successful launching of new products while skipping of steps in order to accelerate product introduction almost always results to poor performance. Observance of NPD process is highly important in markets that are competitive and hostile. In this environment, the opportunity for success of product introduction due to proficient performance of NPD process is higher.